That's the underlying problem here. If most people had a reasonable amount of choice in ISPs, the large ISPs would be forced to actually provide value to compete. What we have right now, as far as Internet access goes, is not a free market; it's more along the lines of crony capitalism.

Because we have virtual monopolies/duopolies across most of the United States, customers can't get away from any sort of shady stuff their ISP pulls, meaning we have to regulate it out of existence.